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Wednesday, July 10, 2013

Factual Launches Mobile Personalization, Ad Targeting Tools

Los Angeles-based Factual, the location data provider headed by Gil Elbaz, launched two new products Tuesday, aimed at mobile personalization and ad targeting. Factual said its new tool, Geopulse Audience, provides demographic, behavioral, and geographic user profiles to publishers and developers, based on a timestamped locaiton data. Geopulse Proximity helps developers filter through location data being provided by mobile applications, allowing developers and advertising technology companies use geofencing to filter through the data to help hone their advertising placements. Pricing on the two new products was not announced.

Factual said it is launching Geopulse Audience with MoPub, a provider of ad servers for smartphone application publishers. That arrangement will provide its advertisers and demand-side buyers to target ads, all based on data from Geopulse Audience. Factual has tied with Turn as its initial partner on Geopulse Proximity, letting advertisers run advertising campaigns against different geofences based on Factual's data. Financial arrangements of those two partnerships were not announced.